Sports Marketing: A Strategic Perspective

Fills the void for a sports marketing book written from a strategic business perspective. Organized around a framework of the strategic marketing process that can be applied to the sports industry, this book provides an appreciation for the growing popularity of women's sports and the globalization of sport; a balanced treatment of all aspects of sports marketing at all levels; an introduction of the concepts and theories unique to sports marketing and a review of the basic principles of marketing in the context of sports; and comprehensive coverage of the functions of sports marketing. This edition includes a running case throughout the text using the new XFL; up-to-date examples and research; and interviews from sports marketing practitioners throughout the text. For professionals in sport marketing and/or sport management.